Product & Range Launch & Advertising Strategy
The Problem
Most ecommerce catalogues grow by accident, not by design.
Most product and range launches are reactive, fragmented, and poorly governed.
Products go live without a clear launch plan. Ranges are introduced without defined structure, pricing logic, or clear prioritisation. Advertising is switched on late, budgets are spread thin, and campaigns are optimised for short-term metrics rather than ranking, velocity, or long-term profitability.
Channels are treated in isolation. Amazon PPC, Google, Meta, and marketplace media all run separately, often competing with each other rather than working as part of a single launch strategy. Teams chase ROAS or clicks without understanding the commercial trade-offs being made underneath.
When ranges are involved, the problem multiplies. Variants cannibalise each other. Spend is misallocated across sizes or specs. Stock is pushed into SKUs that never scale, while potential winners are under-supported. Once launch momentum is lost, it’s expensive — and often impossible — to recover.
The result is familiar:
volatile sales, wasted ad spend, compressed margins, and launches that look busy but fail to create durable growth.
Without a structured product and range launch framework — and disciplined advertising governance — scaling becomes expensive, unpredictable, and risky.
OUR solution
We design and run product and range launches as a single commercial system, supported by disciplined advertising strategy.
Every launch starts with clarity:
What is being launched, why it exists commercially, which SKUs matter most, and what success looks like at each stage. Advertising is then deployed deliberately to support those goals — across Amazon PPC, Google, Meta, and marketplace media — rather than chasing disconnected channel metrics.
This isn’t advisory-only work. We execute.
As an embedded function, we plan launch phases, build campaign structures, control budgets, and manage performance day to day. Spend is governed against contribution margin, stock depth, and commercial objectives — not just ROAS dashboards.
Advertising becomes a tool to:
- build momentum
- establish position
- validate ranges quickly
- accelerate winners
- and stop losers early
The result is launches that land cleanly, scale with intent, and grow profitably — without sacrificing control.fitably.
Scope of work.
As your embedded product and range launch and advertising function, we take responsibility for the commercial performance, governance, and margin discipline of advertising across all relevant channels, including:
- Product and range launch strategy aligned to catalogue structure, pricing, and stock readiness
- Launch planning across Amazon, DTC, marketplaces, and retailer platforms
- Advertising strategy and execution across:
- Amazon PPC (Sponsored Products, Brands, Display)
- Google Search & Shopping
- Meta (where commercially appropriate)
- Marketplace and retailer advertising platforms (e.g. Wayfair, The Range, B&Q, etc.)
- Channel-specific campaign structure built around how each platform actually works
- SKU- and range-level budget allocation to prevent cannibalisation and wasted spend
- Bid, budget, and pacing control aligned to launch phase and stock depth
- Contribution margin governance to ensure advertising supports profit, not just revenue
- Technical setup, feed alignment, and compliance across advertising platforms
- Performance measurement focused on commercial outcomes, not vanity metrics
- Ongoing optimisation based on velocity, ranking, competition, and lifecycle stage
- Active identification and prevention of margin leakage as advertising becomes a fixed cost of trading
- Close alignment with listings, pricing, promotions, and stock strategy so advertising never operates in isolation
- Advertising is treated as a necessary commercial input, not a growth hack.
- Our role is to ensure it is deployed deliberately, measured correctly, and controlled tightly — so as advertising options expand across more channels, your margin doesn’t quietly erode underneath apparent growth.
FOUNDATION
Launch & Pricing Strategy Built for Momentum
Effective product and range launches don’t happen by accident — they are designed.
We build clear launch and pricing frameworks that define how products and ranges are introduced, how spend is allocated, and how decisions are made as performance data comes in.
At the start of every engagement, we establish the rules that govern your launches. That includes SKU prioritisation, range structure, launch phasing, budget weighting across variants, channel roles, and the conditions under which spend is increased, held, or withdrawn.
For ranges, this structure is critical. It prevents cannibalisation, stops budget being spread too thinly, and ensures focus stays on the SKUs that matter commercially.
Early-Stage Value & Trust Creation
Every launch starts with a trust deficit.
New products — especially unreviewed SKUs within a range — launch without social proof or buying history. No matter how strong the specification, customers are being asked to take a risk.
We design early-stage pricing and value strategies to address that reality head-on.
RRP is defined clearly from the outset, but introductory pricing, controlled promotions, and launch offers are used deliberately to create an irresistible value proposition that reduces hesitation and accelerates trial.
This is not reactive discounting. It is structured, time-bound pricing designed to:
- overcome the absence of reviews
- drive initial conversion and velocity
- seed genuine customer feedback
- establish early ranking and relevance
Advertising supports this phase by amplifying visibility, while pricing does the work of persuasion. As confidence builds, pricing and promotional intensity are stepped back in a controlled way.
The objective is not to permanently discount.
It is to buy momentum early, then transition products and ranges to sustainable pricing once proof exists.
CONTROL
Advertising Execution Without Margin Drift
Most advertising problems aren’t strategic — they’re operational.
We run advertising as a controlled, embedded function across all channels where paid visibility is now required to compete.
Campaigns are built with clear structure, defined objectives, and governance rules that prevent waste and internal competition. Budgets are allocated at SKU and range level. Spend is paced against launch phase, stock depth, and commercial priorities.
As more marketplaces and retailers introduce advertising options, technical complexity increases. We manage that complexity centrally, applying the right approach to each platform and ensuring spend across channels works together rather than fighting for the same demand.
Because this function is embedded, advertising decisions are coordinated with listings, pricing, promotions, and stock availability. Nothing operates in isolation.
The result is speed without recklessness.
You get launch momentum without silent margin leakage.
SUSTAINABILITY
Advertising That Supports Long-Term Commercial Growth
Advertising can drive sales and still damage the business.
We focus on how advertising supports long-term growth — not just short-term activity. Campaigns are designed to reinforce positioning, build ranking, and create demand that persists beyond the initial launch window.
Traffic is directed only to SKUs that are structurally ready to convert and scale. Range exposure is increased where it makes commercial sense, not simply where spend can be absorbed.
Performance is reviewed through a commercial lens:
what is scaling profitably, what is being artificially propped up by spend, and what should be paused, reworked, or removed.
At launch, pricing earns trust; advertising accelerates it. Neither works properly in isolation.
As advertising becomes a permanent cost of doing business across more channels, this discipline becomes essential. Without it, growth looks healthy on the surface while margin quietly erodes underneath.
The result is advertising that doesn’t just create activity.
It creates controlled, repeatable growth the business can sustain.
Advertising doesn’t create demand — it accelerates what your product and pricing are already built to deliver
– Sales Forge